simple

Here they are, accompanied by my idea on its connection with marketing.

1. Know your audience

"Don't bore people, talk down to them, or lose them by assuming that they know what you know."

This is a golden rule in marketing. Understand your audience, so you can offer them a solution that solves their problems or adds value to their lives. Don’t bore them, interest them.

2. Wear your guest's shoes

"Insist that designers, staff, and your board members experience your facility as visitors as often as possible."

This approach increases the empathy your team has for your audience. Making the campaigns you create more appropriate and relevant.

3. Organize the flow of people and ideas

"Use good storytelling techniques; tell good stories not lectures; lay out your exhibit with a clear logic."

Storytelling is fast becoming the number 1 skill in marketing. You no longer pound your message into consumers heads hoping that it will stick. Instead you create useful and interesting stories around your brand, so consumers come to you in a natural way.

4. Create a weenie

"Lead visitors from one area to another by creating visual magnets and giving visitors rewards for making the journey."

Weenies are objects that are large enough to see from a distance and interesting enough to draw their attention. Within marketing you can use this for example in an e-marketing campaign. Providing a weenie in your e-mail will result in higher click though rates.

5. Communicate with visual literacy

"Make good use of all the non-verbal ways of communication—color, shape, form, texture."

Non-verbal communication is essential. It can make the difference between marketing done right, and marketing done wrong. When you have a story to tell make sure that the lay-out is inviting.

6. Avoid overload

"Resist the temptation to tell too much, to have too many objects; don't force people to swallow more than they can digest, try to stimulate and provide guidance to those who want more."

Make sure that the story you tell your audience is clear. Don’t confuse them with buzz words, technical mumbo jumbo or self-centered bragging. Give your audience a message they immediately understand and can connect with.

7. Tell one story at a time

"If you have a lot of information, divide it into distinct, logical, organized stories; people can absorb and retain information more clearly if the path to the next concept is clear and logical."

Chop your story in clear chapters. Divide them by relevant topics. So your audience can pick out the topics that interest them at their own pace.

8. Avoid contradiction

"Clear institutional identity helps give you the competitive edge. [The] public needs to know who you are and what differentiates you from other institutions they may have seen."

Interweave your brand in every story you tell. Don’t look at your brand as a separate thing to be applied at the end.

9. For every ounce of treatment, provide a ton of fun

"How do you woo people from all other temptations? Give people plenty of opportunity to enjoy themselves by emphasizing ways that let people participate in the experience and by making your environment rich and appealing to all senses."

Be sure to keep your stories attractive and fun to read. Don’t bore your audience with long reads full of technical details. Give your audience the opportunity to interact with you.

10. Keep it up

"Never underestimate the importance of cleanliness and routine maintenance, people expect to get a good show every time, people will comment more on broken and dirty stuff."